Wendy's is testing customized sandwiches

Tuesday

Jul 29, 2014 at 12:01 AMJul 29, 2014 at 7:22 AM

Wendy's is testing a formula aimed at the fast-casual set with a do-it-yourself sandwich or burger. In testing at two Wendy's locations in Columbus is a build-it-yourself option for burgers or chicken sandwiches. Customers choose their bun (regular or pretzel), protein, toppings and sauce. It is all made to order.

JD Malone, The Columbus Dispatch

Wendy’s is testing a formula aimed at the fast-casual set with a do-it-yourself sandwich or burger.

In testing at two Wendy’s locations in Columbus is a build-it-yourself option for burgers or chicken sandwiches. Customers choose their bun (regular or pretzel), protein, toppings and sauce.

It is all made to order.

Wendy’s confirmed the test but declined to talk about the concept. “We’re not sharing much,” said Bob Bertini, Wendy’s spokesman. “We routinely test a number of potential menu items, customer-service enhancements and other exploratory restaurant improvements on a continual basis."

The participating locations are on Bethel Road and W. Broad Street, according to a Wendy’s flier posted online by QSR magazine, a trade publication.

The test is the next step for Wendy’s, according to Darren Tristano of Technomic, a food-industry consulting firm.

“I think it is keeping up with the competitive pressure from the fast-casual, better-burger chains,” Tristano said. “This is more of what the customer wants. Brands like Wendy’s have to build the capability to meet those needs.”

Nothing about the concept diverges from Wendy’s menu. All of the ingredients pull from mainstay burgers or chicken sandwiches. Customers can select bacon, barbecue sauce, ketchup, pickles, red onions, jalapenos and even blue cheese.

Customers have long been able to customize sandwiches at Wendy’s and other fast-food chains. Tristano said the test could be more of a look at how the kitchen needs to be structured for true customization and made-to-order service.

McDonald’s has been testing a similar concept in California, Tristano said. More fast-food chains have moved toward higher-quality products and custom-designed items based on the popularity of restaurants such as Five Guys Burgers and Fries, which offers a long list of condiments and toppings that the customer may choose.

“It’s all about learning to raise the bar and satisfy the customer,” Tristano said. “It’s a good move for Wendy’s. They are the closest to raising the bar of the sandwich.”